The G.I. JOEStory

G.I. JOE is a dynamic brand that is constantly evolving to mirror the times. From action figures and playsets, to comics and a well-remembered and popular animated TV series, the brand has a cemented place in pop culture. It has always revolved around action, excitement, adventure, diverse and unforgettable characters, and a resolute promise that echoes through the years:
WHEREVER THERE'S TROUBLE, G.I. JOE IS THERE!

1960s

BIRTH OF THE ACTION FIGURE

1964 Story

1964

Hasbro debuts G.I. JOE, "America’s Movable Fighting Man." The 12-inch poseable figure sets the stage for every action figure that has come since.  

1967 Story

1967

G.I. Nurse: Action Girl becomes the first female action figure in the G.I. JOE line.


Talking G.I. JOE figures hit the shelves.

1963 story

1963

Stanley Weston pitches the idea for a line of “military-themed dolls” to Hasbro executive Donald Levine. Hasbro purchases the concept from Weston and begins development on G.I. JOE.

1966 Story

1966

British company Palitoy licenses G.I. JOE from Hasbro and rebrands it as Action Man.


Hasbro launches the Soldiers of the World series, introducing German, Japanese, French, Australian, Russian, and British military figures with new head sculpts.

1969

Hasbro launches The Adventures of G.I. JOE line, and G.I. JOE becomes “America’s Movable Adventure Man.”

1963 story

1963

Stanley Weston pitches the idea for a line of “military-themed dolls” to Hasbro executive Donald Levine. Hasbro purchases the concept from Weston and begins development on G.I. JOE.

1964 Story

1964

Hasbro debuts G.I. JOE, "America’s Movable Fighting Man." The 12-inch poseable figure sets the stage for every action figure that has come since.  

1966 Story

1966

British company Palitoy licenses G.I. JOE from Hasbro and rebrands it as Action Man.


Hasbro launches the Soldiers of the World series, introducing German, Japanese, French, Australian, Russian, and British military figures with new head sculpts.

1967 Story

1967

G.I. Nurse: Action Girl becomes the first female action figure in the G.I. JOE line.


Talking G.I. JOE figures hit the shelves.

1969

Hasbro launches The Adventures of G.I. JOE line, and G.I. JOE becomes “America’s Movable Adventure Man.”

1970s

THE ADVENTURE BEGINS

1974 Story

1974

G.I. Joe action figures get the iconic “Kung Fu Grip,” allowing them to grab and hold weapons and accessories like never before.

1970 Story

1970

G.I. JOE shifts focus to “Special Missions” taking G.I. Joe off the battlefield and into the Mummy’s Tomb, on a Secret Mission to Spy Island, to the Danger of the Depths, and on a Flying Space Adventure.


Using a flocking technique developed by Hasbro’s UK licensee Palitoy, G.I. JOE Adventure Team action figures are given lifelike hair, beards, or a combination of both.


While not the first African American G.I. Joe, 1970 sees the release of a completely redesigned version that features a completely new head sculpt.

1975

Hasbro introduces Mike Power Atomic Man to the G.I. JOE universe. The figure is outfitted with transparent plastic limbs to appear bionic and features an "atomic flashing eye." He is the first “non-Joe” figure in the Adventure Team.

1970 Story

1970

G.I. JOE shifts focus to “Special Missions” taking G.I. Joe off the battlefield and into the Mummy’s Tomb, on a Secret Mission to Spy Island, to the Danger of the Depths, and on a Flying Space Adventure.


Using a flocking technique developed by Hasbro’s UK licensee Palitoy, G.I. JOE Adventure Team action figures are given lifelike hair, beards, or a combination of both.


While not the first African American G.I. Joe, 1970 sees the release of a completely redesigned version that features a completely new head sculpt.

1974 Story

1974

G.I. Joe action figures get the iconic “Kung Fu Grip,” allowing them to grab and hold weapons and accessories like never before.

1975

Hasbro introduces Mike Power Atomic Man to the G.I. JOE universe. The figure is outfitted with transparent plastic limbs to appear bionic and features an "atomic flashing eye." He is the first “non-Joe” figure in the Adventure Team.

1980s

A REAL AMERICAN HERO

1983 Story

1983

Marvel Productions partners with and Sunbow Productions to develop The M.A.S.S Device, a five-part animated miniseries that brings the adventures of G.I. JOE to televisions across the country.


G.I. Joe: Cobra Strike for the Atari 2600 becomes the first G.I. JOE video game.

1985 Story

1985

Sunbow Productions and Marvel Productions launch the first of two full seasons of G.I. Joe: A Real American Hero cartoons.

1989 Story

1989

DiC Entertainment takes over animation duties on G.I. JOE and relaunches the show with a new direction.

1982 Story

1982

Hasbro relaunches G.I. JOE as an elite special-ops unit and shrinks the figures down to an action-packed 3.75-inch scale. The first release includes figures, vehicles, and playsets, and is a massive success.


G.I. JOE gets a villain . Led by Cobra Commander, Cobra, is a ruthless criminal organization determined to rule the world.


The adventures of G.I. Joe: A Real American Hero find their way to the pages of Marvel Comics under the direction of master storyteller, Larry Hama.

1984 Story

1984

The Arashikage tattoo worn by Snake Eyes is revealed for the first time in G.I. Joe: A Real American Hero comic #21.

1987 Story

1987

Sunbow and Marvel Productions release G.I. Joe: The Movie, a feature-length animated film that explores the origins of Cobra Commander and the mysterious land of Cobra La.

1982 Story

1982

Hasbro relaunches G.I. JOE as an elite special-ops unit and shrinks the figures down to an action-packed 3.75-inch scale. The first release includes figures, vehicles, and playsets, and is a massive success.


G.I. JOE gets a villain . Led by Cobra Commander, Cobra, is a ruthless criminal organization determined to rule the world.


The adventures of G.I. Joe: A Real American Hero find their way to the pages of Marvel Comics under the direction of master storyteller, Larry Hama.

1983 Story

1983

Marvel Productions partners with and Sunbow Productions to develop The M.A.S.S Device, a five-part animated miniseries that brings the adventures of G.I. JOE to televisions across the country.


G.I. Joe: Cobra Strike for the Atari 2600 becomes the first G.I. JOE video game.

1984 Story

1984

The Arashikage tattoo worn by Snake Eyes is revealed for the first time in G.I. Joe: A Real American Hero comic #21.

1985 Story

1985

Sunbow Productions and Marvel Productions launch the first of two full seasons of G.I. Joe: A Real American Hero cartoons.

1987 Story

1987

Sunbow and Marvel Productions release G.I. Joe: The Movie, a feature-length animated film that explores the origins of Cobra Commander and the mysterious land of Cobra La.

1989 Story

1989

DiC Entertainment takes over animation duties on G.I. JOE and relaunches the show with a new direction.

1990s

CELEBRATING HISTORY

1994

To celebrate the 30th anniversary of G.I. JOE, Hasbro produces the limited-edition Commemorative Collection, reissues of the original 1964 figures.

1998

With the success of the 12-inch Hall of Fame and the Classic Collection lines, Hasbro launches a series of 1960s reproductions they call the Timeless Collection.

1991

For the first time in 15 years, Hasbro releases a 12-inch G.I. JOE action figure with the debut of the Hall of Fame series, which features characters from the G.I. JOE: A Real American Hero line.

1995

As a nod to the original military-themed G.I. JOE of the 1960s, Hasbro releases the Classic Collection, a series of 12-inch figures representing soldiers from around the world.


G.I. JOE Extreme, a new line of 5-inch action figures and vehicles, is produced by Kenner after the company is acquired by Hasbro. The line is accompanied by an animated series by Sunbow and Graz Entertainment that runs for two seasons, and a comic book series by Dark Horse.

1991

For the first time in 15 years, Hasbro releases a 12-inch G.I. JOE action figure with the debut of the Hall of Fame series, which features characters from the G.I. JOE: A Real American Hero line.

1994

To celebrate the 30th anniversary of G.I. JOE, Hasbro produces the limited-edition Commemorative Collection, reissues of the original 1964 figures.

1995

As a nod to the original military-themed G.I. JOE of the 1960s, Hasbro releases the Classic Collection, a series of 12-inch figures representing soldiers from around the world.


G.I. JOE Extreme, a new line of 5-inch action figures and vehicles, is produced by Kenner after the company is acquired by Hasbro. The line is accompanied by an animated series by Sunbow and Graz Entertainment that runs for two seasons, and a comic book series by Dark Horse.

1998

With the success of the 12-inch Hall of Fame and the Classic Collection lines, Hasbro launches a series of 1960s reproductions they call the Timeless Collection.

2000s

A NEW CENTURY OF G.I. JOE BEGINS

2002 Story

2002

Hasbro debuts the G.I. Joe vs. Cobra line of newly designed 3.75-inch figures and vehicles based on all-new TV animated features produced by Reel FX Studios, with themes like Spy Troops and Valor vs. Venom.

2004 Story

2004

The G.I. Joe face their greatest threat yet from the evil Cobra organization, under the direction of Cobra Commander. DNA from the world's most ferocious animals has been combined with humans to create a virtually unstoppable army of venom troopers. Led by Duke, Heavy Duty, Scarlett and Snake Eyes, the heroic G.I. Joe team fights this new menace in a battle to save humanity.

2007 Story

2007

Hasbro celebrates a milestone with the G.I. JOE: A Real American Hero 25th Anniversary collection, featuring newly designed 3.75-inch figures with more detail and more articulation than their predecessors.

2009 Story

2009

Paramount Pictures teams up with Spyglass Entertainment to produce G.I. Joe: The Rise of Cobra. The long-awaited live-action film brings the iconic characters of the G.I. JOE brand to the big screen for the first time.


The edgy animated series G.I. Joe Resolute, developed by Titmouse, Inc. and AllSpark Animation airs on Adult Swim. The series is written by acclaimed scribe, Warren Ellis.

2001 Story

2001

Devils Due Publishing acquires the comic book license for G.I. JOE and launches a new series that runs for 43 issues.

2003

2003

The G.I. JOE saga of good versus evil rages on in SPY TROOPS THE MOVIE! When a Cobra Spy steals a powerful technology, the G.I. JOE team fights back with spies of their own!

2005 Story

2005

Hasbro releases G.I. JOE Sigma 6, a line of super-stylized, all-new figures in 8-inch scale, loaded with weapons and accessories and accompanied by a brand-new television series of the same name

2008 Story

2008

IDW Publishing acquires the G.I. JOE: A Real American Hero comic book license and brings back legendary storyteller Larry Hama.

2001 Story

2001

Devils Due Publishing acquires the comic book license for G.I. JOE and launches a new series that runs for 43 issues.

2002 Story

2002

Hasbro debuts the G.I. Joe vs. Cobra line of newly designed 3.75-inch figures and vehicles based on all-new TV animated features produced by Reel FX Studios, with themes like Spy Troops and Valor vs. Venom.

2003

2003

The G.I. JOE saga of good versus evil rages on in SPY TROOPS THE MOVIE! When a Cobra Spy steals a powerful technology, the G.I. JOE team fights back with spies of their own!

2004 Story

2004

The G.I. Joe face their greatest threat yet from the evil Cobra organization, under the direction of Cobra Commander. DNA from the world's most ferocious animals has been combined with humans to create a virtually unstoppable army of venom troopers. Led by Duke, Heavy Duty, Scarlett and Snake Eyes, the heroic G.I. Joe team fights this new menace in a battle to save humanity.

2005 Story

2005

Hasbro releases G.I. JOE Sigma 6, a line of super-stylized, all-new figures in 8-inch scale, loaded with weapons and accessories and accompanied by a brand-new television series of the same name

2007 Story

2007

Hasbro celebrates a milestone with the G.I. JOE: A Real American Hero 25th Anniversary collection, featuring newly designed 3.75-inch figures with more detail and more articulation than their predecessors.

2008 Story

2008

IDW Publishing acquires the G.I. JOE: A Real American Hero comic book license and brings back legendary storyteller Larry Hama.

2009 Story

2009

Paramount Pictures teams up with Spyglass Entertainment to produce G.I. Joe: The Rise of Cobra. The long-awaited live-action film brings the iconic characters of the G.I. JOE brand to the big screen for the first time.


The edgy animated series G.I. Joe Resolute, developed by Titmouse, Inc. and AllSpark Animation airs on Adult Swim. The series is written by acclaimed scribe, Warren Ellis.

2010s

THE LEGACY CONTINUES

2013 Story

2013

G.I. Joe: Retaliation, distributed by Paramount Pictures, is the live-action sequel to 2009’s global blockbuster, and the third feature length production in the franchise’s history.

2019 Story

2019

IDW Publishing launches a new G.I. Joe monthly comic series that has Cobra in control, and G.I. Joe operating as criminal outcasts.

2010 Story

2010

G.I. Joe Renegades , developed by Darby Pop Productions and Hasbro Studios, airs as a new animated series that features a reimagination of the G.I. Joe / Cobra conflict.

2014 Story

2014

IDW Publishing releases Transformers vs G.I. Joe, a 13-issue maxiseries mashup of the two iconic Hasbro franchises.


G.I. JOE 50th anniversary celebration figures launch as multipacks featuring iconic combinations of characters, packed with weapons and accessories.

2010 Story

2010

G.I. Joe Renegades , developed by Darby Pop Productions and Hasbro Studios, airs as a new animated series that features a reimagination of the G.I. Joe / Cobra conflict.

2013 Story

2013

G.I. Joe: Retaliation, distributed by Paramount Pictures, is the live-action sequel to 2009’s global blockbuster, and the third feature length production in the franchise’s history.

2014 Story

2014

IDW Publishing releases Transformers vs G.I. Joe, a 13-issue maxiseries mashup of the two iconic Hasbro franchises.


G.I. JOE 50th anniversary celebration figures launch as multipacks featuring iconic combinations of characters, packed with weapons and accessories.

2019 Story

2019

IDW Publishing launches a new G.I. Joe monthly comic series that has Cobra in control, and G.I. Joe operating as criminal outcasts.

2020s

A NEW ERA FOR G.I. JOE

2020 Story

2020

G.I. Joe Classified Series is the all-new G.I. JOE, presented for the first time in action-packed 6-inch scale. The line is the culmination of 56 years of amazing action figures, animation, comic books, and films.


G.I. Joe: War on Cobra mobile game launches for iOS and Android.

2020 Story

2020

G.I. Joe Classified Series is the all-new G.I. JOE, presented for the first time in action-packed 6-inch scale. The line is the culmination of 56 years of amazing action figures, animation, comic books, and films.


G.I. Joe: War on Cobra mobile game launches for iOS and Android.

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